Kriscel Lagman

Head of Integrated Media and Accounts

Goldilocks Bakeshop

Kriscel Lagman is a marketing leader with over a decade of experience building integrated brand, media, and creator campaigns that drive both cultural relevance and commercial growth across some of the Philippines’ most recognised brands. Her career spans food and beverage, automotive, retail, and media, with marketing leadership roles at Goldilocks Bakeshop, Ford Philippines, SM Supermalls, and adobo magazine.

She currently leads integrated media, digital, and influencer strategies at Goldilocks Bakeshop, one of the Philippines’ largest and most iconic food brands, overseeing campaigns that strengthen brand equity and optimise media investments across more than 1000 stores in the Philippines. Her experience spans e-commerce, owned platforms, paid media, PR, and creator partnerships, bringing together brand, content, and commerce into cohesive marketing strategies.

Her expertise lies in translating brand storytelling, media strategy, and creator partnerships into measurable business outcomes, moving consumers from awareness and engagement to conversion, loyalty, and long-term brand growth.